Exchange Relevancy Front and Center at American Athletic Conference Championship Game
It was a night of firsts when the Army Black Knights squared off against the Tulane Green Wave in the American Athletic Conference championship game on Dec. 6 at Michie Stadium at the United States Military Academy at West Point.
The game marked the first time that Army had played for a conference championship. It also marked the first time the Exchange was a participating partner for a conference championship game.
The game, which Army won 35-14, was the only televised game on in the country, allowing the Exchange to maximize its exposure with an ad created by the Digital Media Network team highlighting lifelong Veteran shopping benefits at the Exchange. Exchange digital signage on the field and scoreboard was also front and center throughout the game.
“Our messaging, whether for those in-stadium or tuning into the game was clear,” said Senior Vice President of Corporate Communication and Brand Marketing Sandi Lute. “Reminding service members and Veterans about their Exchange benefit will reap rewards long after the game is over.”
Before the game, associates from the West Point Exchange staffed a large Exchange-branded tent and handed out swag, complete with Exchange relevancy messages, to the thousands of fans entering the stadium.
“While Army prevailed in a hard-fought game, the Exchange also rolled to victory,” said Exchange Director/CEO Tom Shull, a USMA Class of 1973 graduate. “From the prime-time commercial featuring shopping benefits for Veterans to the tremendous outreach at the fan fest, the Exchange showed the Nation that the organization is where heroes shop and provides a lifelong benefit to those who serve and have served.”
Team Exchange members with a U.S. Military Academy Army Mule mascot at the American Athletic Conference Championship Game in West Point. From left: Senior Vice President of Corporate Communication and Brand Marketing Sandi Lute; West Point Exchange General Manager Thomas Marason; Chief of Staff Jose Hernandez; and Services Business Manager Angela Booher.
